were less knowing
Does "were less knowing" in the following context mean "were less based on knowledge" or "were less known about"?
In effect, the Benetton campaign shows that cutting-edge advertising has at least ceased to be the cohesive set of practices that is implied by Baudrillard. Like contemporary art, contemporary advertising is a mixture of practices that elicits a mixture of responses. To be fair, Baudrillard’s comment on the conventional codings of advertising was voiced in 1970, well before the changes wrought by Benetton had occurred, when such a generalisation could be more easily supported and at a time when the viewing habits of the consumer were less knowing than they are today.